We created the first ever electronic dance track exclusively made of the people for the people.

A track whereby the composition is solely made with the sounds and voices of the Lebanese youth partying/socializing at night (the only time whereby they can express their differences freely and openly).

The brand’s purpose is to help shape a more inclusive world.

Globally the brand invested in Electronic Dance Music (EDM) as a medium to connect with millennials. Music for them is a tool for uncensored expression.

It carries their messages, identities and interests cross-barriers faster than any other medium.

In Lebanon, the voices of the alternative millennials who advocate for a more open/tolerant/diverse society are still suppressed by the conservative mainstream.

Music became the obvious vehicle choice and the Lebanese nightlife became our main engagement platform.

Through an inclusive and participative approach, we went to where the millennials meet at night and recorded their live voices/sounds. The content (audio and visual) exclusively featured real people, in real situations, in an uncensored and unscripted way. Resulting in a youth manifesto, in the form of a dance anthem, that could travel the airwaves and online platforms without any obstruction from mainstream institutions.